--- title: "Shiels: search popularity in Australia" description: "Shiels is a jewellery retailer. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/shiels" publisher: "Brandwave" --- # Shiels: search popularity in Australia Shiels is a jewellery retailer. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Shiels - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among jewellery retailers**: 8.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Jewellery retailers | 5 | 8.1% | 49.5K | - [Jewellery retailers](/demand/au/categories/au-jewellery-retailers) ## Top jewellery retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Shiels was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Shiels is the third most recommended of the nine. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Cullen Jewellery | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Larsen Jewellery | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Shiels | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Michael Hill | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Prouds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lovisa | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Angus & Coote | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Pandora | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Goldmark | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about jewellery retailers - Asked ChatGPT "Where should I buy an engagement ring in Australia?": 1. Larsen Jewellery, 2. Cullen Jewellery, 3. Michael Hill - Asked ChatGPT "What are the best jewellery stores in Australia?": 1. Larsen Jewellery, 2. Cullen Jewellery - Asked ChatGPT "Which jewellery store in Australia has the best value on gold and diamonds?": 1. Cullen Jewellery, 2. Shiels - Searched Google, AI Overview "jewellery stores": named none of the brands we track - Searched Google, AI Overview "engagement rings": 1. Michael Hill Not named in any answer: Prouds, Lovisa, Angus & Coote, Pandora and Goldmark. Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for Shiels changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Shiels in Australia fell from 60.5K to 49.5K. - Across the 12 months ending September 2026, Shiels’ share of searches among jewellery retailers in Australia peaked at 9.9% in December 2025 and was lowest at 7.6% in October 2025. ## How did search popularity change for Australia jewellery retailers in September 2026? - In September 2026, Cullen Jewellery lost share of searches among jewellery retailers in Australia, from 5.3% to 4.4%. - In September 2026, Goldmark lost share of searches among jewellery retailers in Australia, from 3.6% to 3%. - Prouds’ share of searches among jewellery retailers in Australia has gained ground for 3 months in a row, from 23.4% to 26.9% in September 2026. - Estimated monthly branded searches for Pandora in Australia rose 53.6% over 12 measured months, from 28K to 43K in September 2026. - Estimated monthly branded searches for Michael Hill in Australia fell 33.3% over 12 measured months, from 165K to 110K in September 2026. - Estimated monthly branded searches for Lovisa in Australia fell 32.8% over 12 measured months, from 201K to 135K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Jewellery retailers | 60.5K | 7.6% | 5 | | Nov 2025 | Jewellery retailers | 90.5K | 7.7% | 6 | | Dec 2025 | Jewellery retailers | 110K | 9.9% | 6 | | Jan 2026 | Jewellery retailers | 60.5K | 8.4% | 5 | | Feb 2026 | Jewellery retailers | 49.5K | 7.7% | 5 | | Mar 2026 | Jewellery retailers | 49.5K | 8.5% | 5 | | Apr 2026 | Jewellery retailers | 49.5K | 8.1% | 5 | | May 2026 | Jewellery retailers | 49.5K | 7.9% | 6 | | Jun 2026 | Jewellery retailers | 49.5K | 8.6% | 5 | | Jul 2026 | Jewellery retailers | 49.5K | 8.6% | 5 | | Aug 2026 | Jewellery retailers | 49.5K | 8% | 5 | | Sep 2026 | Jewellery retailers | 49.5K | 8.1% | 5 | ## How are Shiels’ branded searches counted? Brandwave collects information about searches that people make online using Shiels’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “shiels” ## Which jewellery retailers compete with Shiels? - [Prouds](/demand/au/brands/prouds) - [Lovisa](/demand/au/brands/lovisa): Head-to-head: /demand/au/compare/lovisa-vs-shiels - [Michael Hill](/demand/au/brands/michael-hill): Head-to-head: /demand/au/compare/michael-hill-vs-shiels - [Angus & Coote](/demand/au/brands/angus-and-coote): Head-to-head: /demand/au/compare/angus-and-coote-vs-shiels - [Pandora](/demand/au/brands/pandora): Head-to-head: /demand/au/compare/pandora-vs-shiels - [Cullen Jewellery](/demand/au/brands/cullen-jewellery): Head-to-head: /demand/au/compare/cullen-jewellery-vs-shiels - [Goldmark](/demand/au/brands/goldmark) - [Larsen Jewellery](/demand/au/brands/larsen-jewellery) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Shiels: search popularity in Australia". https://gobrandwave.com/demand/au/brands/shiels This page is also available as HTML at https://gobrandwave.com/demand/au/brands/shiels. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.